Hi Jigga
I can see you've really put a lot of work into the store, customising the layout, menus, graphic transition effects etc. To that extent, it looks quite clever. But somehow it just doesn't quite 'work' for me - this is of course purely subjective and others may feel differently. Anyway I'm an oldie so the flash effects might appeal more to a younger generation

But what wouldn't really turn me on as a buyer of mountain goods, which I sometimes am, is that the site just looks 'too busy'. There's too much going on there - left and right column with a lot in them, two tiers of horizontal menus, some sort of transition graphics going on in the right hand side which draws my eyes away from finding and looking at things I want to look at while showing me things I don't care about and aren't even relevant to me - ski boots one second, a ladies jacket the next. You've got all the ski categories opened up down the left, then other categories (sailing, outdoors etc) running across horizontally. It befuddles my brain, which wonders why has one category of goods got such special prominence while the rest are relegated to drop down menus which seem to pull down and pop out to the side (submenus) all over the place.
You obviously do sell a lot of goods, but somehow I can't help feeling there has to be a better way of navigating them.
Well, you did ask..